Lessons - You’re Building Your Personal Brand Wrong | Jay Jay - CEO of Ace of Spades PR Agency

In this lessons episode, we delve into the world of personal branding. You will learn how building a strong personal brand can differentiate individuals from competitors, attract clients, and enhance credibility. You will also gain valuable insights into the importance of personal branding and how it can also open doors to new opportunities and collaborations. Let's talk about personal brand. Why is it important? Why should an entrepreneur starting a company care about PR for themselves versus their business? And walk me through that and what you've experienced. Okay, cool. Let me ask you a question. Nate, what do you think of why does Gordon Ramsay and Jamie Oliver make so much money as a chef, but the guy at the local steakhouse awesome guy is making 80 grand a year when Gordon and Jamie are making 80 million a year. Why? It's them. It's them. The celebrity brand factor. It's they've been put a lot of marketing, a lot of promotion into and they're built up. Now are they the best chefs? No. Are they a great chef? Absolutely. Are they the best looking guys? No, Gordon Ramsay has definitely got a face for the kitchen. You know, he even says that. Are they? Are they the best spoken? No. It's because they it's to get out or team is to get out. Hey, how do we market this person? How do we take Gordon? How do we take Jamie Oliver? Right? And amplify their message, amplify them as the celebrity or the leading expert in their space. And guess what? They get all the choices. Gordon Ramsay has restaurants around the world, right? Because he's that fate. He's the guy. He's got influence. And I think if people can understand it's okay to get some celebrity aspects to your brand without having to be the JJ or the Gordon Ramsay. You don't have to go to that level, right? But you can do it in your own space to at least be seen with more star power so that you get chosen over the next coach over the next podcaster over the next guy selling real estate. Dude, I'm in Miami. There's, you know, many realtors are in everyone's a real unlimited unlimited realtor is everybody. The population of my amulet that is the amount of real estate deal. Yeah. But the point is why these people getting chosen and not and I think everybody listing one because one thing I had to do was be okay with you're going to take your ego out of it and realize it's not the best. It's not the best website, the product, men, it's sometimes just the person's constantly be seen. They're just promoting, you know? Yeah. And it's the human put the bonnet, right? Absolutely. Yeah, they connect. Yeah. Well, you know, the thing that I do with the people I work with is listen, we can get their attention, right? But how do we make them? How do we keep their attention? And how do we make them keep coming back? It's like we don't want to give you the new plastic surgery look on your face with no personality because you ain't picking up anyone at the bar, right? You look good. Yeah. But where's the soul? Where's your personality? So back to your question. Yeah, it's really important that hairstyle branding as people are really like gravitating towards people who can they can connect twists. And they want to know more than you're a great good looking person with a great product. What is he done his personal life? Is he married? Is he a kid? How can I connect with this guy? Oh, he has a heart. Now I want to invest with you. No, I like him. And he's, and I know I can go on about this for ages, Scott, but an anyone listening, ask yourself this. When you make a decision on something you've bought in the past, maybe an online course or first you work with, ask him, ask yourself, why did you make the decision? And a betcha you didn't go. Well, it was a really cool product. You're probably like, ah, I like the post that he said, wow, he's a family man. I'm a family man. You know, or he went to, you know, he went to the Maldives and I, you know, it could be something small, but it post on brand has a really great way to connect with people. And that's what we want to be a part of. We want to be, we want to be connected. And, and just to take it a step further, if you are classically sales trained, you will know that people buy with emotion and justify with logic. Right. And how do you buy with that? How do you buy? How do you build that emotion? It's with trust. That's where the, the face and the person and the founder and we're talking about real estate and we're talking about people that sell a variety of services online. But even you hear, you know, you look at Elon Musk, you look at, you know, Richard Branson, you look at Gary Vaynerchuk, you look at the people that are enormous business names. But they're, you know, you look at their followings even, you know, you can say, well, Tesla is recognizable. But Elon Musk is the person people listening to. If Elon Musk didn't exist, you think people would care. You think, you think Tesla's stock price would be so volatile if they just followed the Tesla Twitter account and Elon never said anything? No, because it's, it's a person that you're now aligned with. Yeah. Yeah. But, but I think Scott is well suited to bring it back, though, for people to understand is, and this comes up a lot with you clients. They go, well, I'm not, I don't want to be Richard. I don't want to be one. I don't want to. And I get it. I listen, I totally understand. But what you need to do is be okay of understanding how you make decisions. So make it relatable to the person. Oh, I made that because of this. Great. How do we use that same technique, same principles and incorporate that into you as a coach? You, it was a realist. So smaller level, smaller level. Hey, bring us to the go up. Go up a couple of notches, man. Get into the press. Get, get some authority about you. Get some more testimonials, social, like third-party validation, maybe get a Forbes, right? Like if you were to make a decision for a house Scott and there were two real letters on the table, one guy was in Forbes and one guy was a, goes look the same, both cool, both well put together, you're probably choosing the, you're more likely to choose, they're listened to the guy in Forbes because our Forbes is, well, Forbes, he must be someone. So you have the right ability. He has credibility. Yeah. Yeah. Yeah. So what's this, so let's, let's talk about the strategy to get that story told, right? When you're, when you're building, so I guess it would start from your story as an individual because that's what's going to drive everything, right? That's going to drive the socials, going to drive the, the BR. What, what is that story? I call it, what's your, we play this game, I play games with my clients over time. When they come, if you ever come to my office, Scott, on, on we do this game, we print out a big photo of your face when you come to the office. Um, because I used to be at a detainer, right? So I'm very in the, yeah, when I coach, when I coach and teach, so if anyone, if you ever work with me, anyone, I'm going to take a big photo of your face, like print it and put it on the wall. You come in, you're going to see it, like, okay, great. Who is this guy? First thing we need to do is break down, like who you are, what you do, but what's your vote? Right? So why, if I was the owner, if I was Oprah, we played, I'll ask you, just Scott, if I was Oprah for Ellen, and I'm like, no, actually, let me change it up to you. If I was Richard Branson, and I said, listen, Scott, I left 30 seconds, I've got a checkbook ready to write, but you've got to woo me, you've got to pitch me, you got to, what's your, what's yourself? That's going to be your whole, but what's the full? That's a good one. What's your personal elevator pitch? Yeah, exactly, but a lot of people don't understand that they're not just a business coach, they're not just a real or tough, like, what is the point of difference that makes you different for the media outlets to choose you over everybody else? And this is where, you know, my expertise comes in, but like, that's wanting it's really important. You have to think of like, well, okay, you know that you're amazing, your clients know that you're amazing, but the world doesn't. And they just think you're another coach, they just think you're another guy or another girl. So the first thing we try and do is like, really quickly, how do we find that fault for you? Right? Like, how do we like, why my reforms choose you? Why do they get into what, what's your need here? You know, and take some time. So the first thing would be like, figuring out that unique point of difference, just something so that if there are 10 business coaches in front for false choose, they're merely going like that without, without even knowing your credentials, like that that pitch, oh, that's interesting. So for me, when I was a magician, I'm not a magician. I thought I was cool enough being a magician. No, how the man from down under steals watches from around the world. That's like one little week, right? Or the 57 million dude man steals, you know, when I was doing stuff more for women, like steals your heart and steals your watch. Oh, okay, I'll click on that. So yeah, yeah, coming up with the foot is is is a good start of move for people just like, okay, what do I, how can I be a bit different here? You know, I was doing a problem right here, thrust doctor. And then as you, as you build out that hook, can you give me an example of, can you give me an, so can you give me an example of why Forbes would run a story based on a, on a hook? Is that what they'd look for first? Is that the main thing that drives their first decision? Like, what's the, what's the content? What's the what's the meat? Because everybody, you know, a real estate agent does so many things. They sell homes. What a, they, they show homes, they list on, they sell homes, they'll do the same thing. Right. So what's the, what do you, what do you actually, what's the content? Right, right. So okay, so now we don't just want to be impressed with the story. We want to be led with education and shows that wow, like this person really knows. So Forbes, especially you remember, the publication is business. Forbes isn't a Ted. It isn't like the fifth, 17 minutes of like your unique spin on the world. Forbes is like, business, it's education. So to get into Forbes, they are looking for a unique spin on how maybe you sell homes. Right. And it could be something simple. How Gillian Garcia, right, closes every deal in my army by the one postcard she sends out. Okay. And here are three tips on how you can engage with your people more. That's like an example, right? Yeah. I know it's a lot for people to take on right now, but like every new media outlet, they're always looking for an angle, but they're looking for something that they can, you know, think about what are they once got? They want attention. They struggle with the same thing we need. So the way to, to way to get everyone some moves is like, what do you do? What's something, what's what, why, what makes you a little bit different, right? And then how do you also put that out to the market? And you do that through your personal brand too. Like you're through your social media as well, because that's free. And then all these, all these efforts, they start to compound. But even if you're just getting into the game, obviously, you know, you can, you can, you can leverage a PR agency, but let's assume even a PR agency isn't where you're at right now. It may be expensive and you're just trying to, yeah, don'ts, right? I tell people, listen, you don't need me, right? I said, how do you build those relationships? How the hell do I, I don't know for it? So what am I going to do? You know, go to their contact. That's like, right. That's not something that's doable for many. Okay. He's a, he's a great move, right? I'm, I'm all that moves, right? I want you to go. Yeah. The places where you go every single day, usually that could be a coffee shop, maybe a lunch place, maybe anywhere you interact with someone else that has no emotion, your value on you. Talk your phone out and ask them, hey, Scott, I want to be honest with you. What's up, man? Need your blah, blah. What, looking at my work, what does it look like I do? And ask them this question. And if it's not super clear, that's your first problem. If your messaging is in clear, what do you think the world is knowing about you? And I used to do that all the time when I ran around the world. I was traveling on, hey, what, what do I look like I do? And when there was a, when there wasn't a clear point of like, oh, you do this, they don't have to say you exactly do this, but like you will pluck this, this, then I have to fix it. And as you know, Scott and sale of confused miners in a sold line, right? It's the same thing with life. If they're looking and you're like, well, I, I think he, that's a problem. And the way to fix that is get really pinpoint clear. I'm like, exactly what you do. And exactly how you do it and if you help and that will help you. And that's free. It doesn't cost you anything. Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you want to dive deeper into this conversation, check out the links in the description to watch the full episode. See you in the next one.